How to Prevent GDN & YouTube Disasters Through a Post-Launch Audit

Recently I took over another agency’s client, where they ran YouTube. The client is in the sports nutrition vertical.

I sat through the onboarding meeting with them and they shared their YouTube completion rates of skippable ads of 60%+.

All I could say to myself was “either their videos are the most amazing commercials ever, or someone doesn’t know what the skip button is.”

Turns out it was the latter.

Having reviewed the brands Where Ads Showed, we discovered more than 40% of their ads spend went to kids content (i.e., Nursery Rhymes cartoons and those really obnoxious videos of kids who unbox toys for other kids to watch so they can bug their parents to buy them).

This is the type of content often viewed by those under age 5.

Now they are being served ads for pre-workout and muscle-building protein.

Needless to say, it wasn’t a good look.

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